AutoTrader seeks new users via JWT ad push

J. Walter Thompson has unveiled a multimedia campaign for AutoTrader, aimed at attracting new users.

It is the first work created by the agency since it picked up the £7 million account last year without a pitch, after Faulds, AutoTrader's previous agency, closed.

The campaign, which is designed to broaden AutoTrader's appeal beyond its core male audience of experienced car buyers and sellers, extends the "find your perfect partner with AutoTrader" idea created by Faulds.

Tara Palmer-Tomkinson is paired with a farmer, while the jockey Frankie Dettori finds himself in a greyhound enclosure. David Soul, meanwhile, is joined by Flat Eric and Terry Christian's surprise partner is June Whitfield.

The voiceover states: "Having trouble finding your perfect partner? With hundreds of thousands of cars in AutoTrader every week, you are bound to find yours."

Paul Kirkley, the account director at JWT, said: "AutoTrader is a successful product that has huge potential in all sectors of the motoring market, including with some consumers who previously thought it wasn't for them.

"The new campaign seeks to address this in a witty way that allows the brand to be more open and inclusive."

The 30- and 20-second spots will run on terrestrial and satellite channels for an initial six-week burst, to coincide with the release of the new car registration numbers.

They will be supported by six-sheet poster sites focused on the London area and a press element, which will appear in a range of trade magazine titles and continues the "perfect partner" message.

The campaign was written by John Donnelly and art directed by Billy Mawhinney. It was directed by Luke Forsythe through Small Family Business. Media was handled by MediaCom.

Matt Thompson, the Trader media group marketing director, said: "We believe this 'perfect partner' campaign will create a real buzz."